SOURCE: Harte-Hanks


June 22, 2010 09:00 ET

Harte-Hanks to Present Results of Research Study Exploring the Role of Communications Throughout the Business Technology Buying Process

Findings to Be Presented at June 29, 2010 Webinar: "Mapping the Technology Buyer's Journey"

SAN ANTONIO, TX--(Marketwire - June 22, 2010) -  Harte-Hanks® (NYSE: HHS), a worldwide direct and targeted marketing company, today announced results of a quantitative research study the company fielded to help marketers of business technologies better comprehend the role of communications throughout the buying funnel. The company will reveal key findings and discuss their implications in a Webinar on Tuesday, June 29, 2010 (2:00 p.m. EDT/11:00 a.m. PDT), presented by Kevin Kerner, managing director, Mason Zimbler US, a Harte-Hanks Company. 

The 18-question, Web-based study, titled, "Mapping the Technology Buyer's Journey," includes responses from 500 technology and manufacturing managers, directors, vice presidents and CIO/CTOs in the business-to-business (b-to-b) technology space -- all of whom are part of the North American component of the Harte-Hanks Ci Technology Database (CiTDB). Respondents represent various levels of purchasing influence, a range of technology needs, as well as different organization types and sizes. 

Among key findings of the survey:

  • For C-level executives, talking to peers and colleagues is the most preferred method for gaining awareness of a particular technology product or service;
  • Once awareness is achieved, the average organization evaluates 4.2 technology products/solutions before making a purchase decision;
  • Fifty-six (56) percent of senior managers are involved in technology purchase decisions, while 49 percent of C-level executives other than chief executive officers are involved, and just 28 percent of presidents and CEOs -- while 24 percent of middle managers and 15 percent of staff are engaged;
  • Larger companies are more likely than small and medium-sized enterprises to speak with industry and technology analysts and to request case studies during the evaluation process; and
  • Just 52 percent of small companies require an on-site presentation prior to purchase, while 67 percent of medium companies and 77 percent of large companies require the same.

All attendees of the June 29 Webinar will receive a free copy of the Harte-Hanks white paper and report summary, "Mapping the Technology Buyer's Journey." 

Specifically, attendees will learn:

  • What types of information business technology buyers and influencers value and consume throughout the funnel;
  • How information consumption may vary based on the role or title of the user, the person's industry and the types of technology they purchase;
  • When and how social media activity and online networks factor into the buying process;
  • Which audiences are most receptive to assessment tools, pricing guides, competitive comparisons and free consultations; and,
  • What tone of communications resonates with buyers most at each stage.

"Technology firms today are investing in demand centers -- hubs of marketing expertise to help drive regional, national and even global programs -- and connecting with buyers is key to making those investments pay off," Kerner said. "How does one know what types of information decision-makers consume for first gaining awareness about solutions, and then evaluating a product or service for potential purchase? What is the perceived role of social media and online networks? How important is message tone? We set out to learn the answers to these and other questions in an effort to inform business marketers who want to make the most effective use of communications throughout the funnel."

To register for the Webinar, visit:

About Harte-Hanks®
Harte-Hanks, Inc. is a worldwide, direct and targeted marketing company that provides direct marketing services and shopper advertising opportunities to local, regional, national and international consumer and business-to-business marketers. Visit the Harte-Hanks Web site at or call (800) 456-9748.

This document may contain trademarks that are owned or licensed by Harte-Hanks, Inc. and its subsidiaries, including, without limitation, Harte-Hanks®, Ci Technology Database (CiTDB),Mason Zimbler, and other names and marks. All other brand names, product names, or trademarks belong to their respective holders.

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